media landscape updater 2011

MEDIA LANDSCAPE UPDATER

by

AGENDA

2. Media snapshot3. TV advertising4. Press advertising5. Outdoor advertising6. Cinema advertising7. Radio advertising8. Online advertising9. Inspiration Point

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MEDIA SNAPSHOT

• Landscape• Media shares• Biggest players• Sectors• Media perspectives in 2012

LANDSCAPE

Media market faces economic slowdown – that’s the fact. In October marketers decreased media budgets by 3% (overall media market increased YoY by 4%). Estimations for further months are rather pessimistic.

Source: Kantar Media, ratecard expenditures

1 2 3 4 5 6 7 8 9 10 11 120

500,000,000

1,000,000,000

1,500,000,000

2,000,000,000

2,500,000,000

3,000,000,000 1

,104

,630

,695

1,2

67,8

67,8

46

1,7

95,4

66,0

91

1,7

49,5

57,8

07

1,9

32,3

77,6

62

1,7

23,0

87,0

25

1,1

67,4

87,6

54

1,1

50,9

98,7

83

1,9

02,1

18,7

15

2,2

91,8

03,6

03

2,3

10,5

70,4

80

1,9

65,8

40,5

48

1,2

96,0

99,9

97

1,5

50,2

91,2

52

2,2

52,3

90,9

12

1,7

02,3

35,5

99

2,4

18,1

17,3

33

2,2

08,7

33,4

40

1,4

75,9

02,1

29

1,3

55,3

38,0

94

2,2

39,5

36,6

76

2,6

81,5

84,9

49

2,5

01,3

04,1

60

2,0

50,9

58,4

24

1,3

78,8

56,6

06

1,5

68,2

10,9

22

2,3

19,6

15,3

64

2,2

26,3

32,2

70

2,4

34,4

11,4

24

2,2

30,6

62,5

00

1,5

19,5

85,9

66

1,3

96,9

82,6

51

2,2

68,1

05,2

66

2,5

95,1

93,7

28

2009 2010 2011

MEDIA REVENUES YTD TOTAL

TV is the strongest medium with share on the level of 60%, however in 4Q we observe negative dynamic of TV investments (In October -1,5% YoY). Radio notes the highest increase of expenditures (29%). Investments for Cinema, Outdoor and Newspapers are on the stable level. Free emissions, better placements, additional discounts may inflate ratecard growth.

Source: Kantar Media, ratecard expenditures

Cinema

Outdoor

Newspapers

Magazines

Radio

Television

Cinema Outdoor Newspapers Magazines Radio Television

Jan-Oct 2009 346370887 1037564040 1543487854 1994194257 1701943019 9461835824

Jan-Oct 2010 528580378 987178005 1513458874 2044568393 1986460038 12120084693

Jan-Oct 2011 550976227 1035271771 1513174215 2320422329 2573174406 11944937749

Jan-Oct 2011Jan-Oct 2010Jan-Oct 2009

-1,5%

20 BIGGEST PLAYERS YTD TOTAL

By the end of October 2011, half of biggest advertisers decreased their media investments. The biggest drop in terms of RC expenditures was noted by Unilever and Henkel. The biggest increase of expenditures noted by Lidl and Aflofarm.

Source: Kantar Media

SECTORS YTD TOTAL

For the last three years top 3 sectors are: food, medicines and telecoms.


2009

2010

Jan-Oct 2011

0%

20%

40%

60%

80%

100%

14%15%

13%

9%11%

12%

14% 13%

12%

10%10%

9%

8%8%

8%

7%6%

7%

7%7%

7%

8%7%

7%

6%6%

6%

5%5%

5%

4%4%

4%

COMPUTER & AUDIO VIDEO

HOUSEHOLD APPLIANCES, FURNITURE & DECORATION

HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES

TRAVEL / TOURISM / HOTELS & RESTAURANTS

CLOTHING & ACCESSORIES

LEISURE

BEVERAGES & ALCOHOLS

AUTOMOTIVE

MEDIA, BOOKS, CDs AND DVDs

OTHERS

FINANCIAL

RETAIL

HYGIENE & BEAUTY CARE

TELECOMS

PHARMACEUTICAL PRODUCTS, MEDICINE

FOOD

MEDIA PERSPECTIVES IN 2012

TV market in 2012 will be nervous and

unpredictable

1. It will be hit by slowdown in Q4 2011 2. TV channels will impose higher inflation in Q1 to offset loss in Q4 2011

3. Real battle will be in Q2 and after UEFA EURO – especially in Q4

4. War of nerves will begoverning topic in mostmedia conversations

TV

OOH will benefit most

from UEFA Euro 2012

1. Outdoor will be one of the main medium 2. Despite expected economic slowdown marketers will try to use the occasion 3. Thousands of people will be outside and also international public 4. June / July – the best period for outdoor advertising

Expected drop in readership of print

1. We expect market slowdown can generate opportunities

2. Recommend holding back money for last-minute deals

Digital media are under constant development

1. Increasing importance of VOD (though off low base)

2. Facebook will overtake local social network offering (nk.pl)

OOH PRINT INTERNET

TV ADVERTISING• Average Time Viewed• All time viewing• Commercial impact• Minutes sold• Nice to know• TV Digitization - 2013

AVERAGE TIME VIEWED

Source: AGB Research Nielsen

Average Time Viewed (in minutes) is at a slightly lower level than in the previous year. ATV is higher during the winter months what reflects traditional seasonality on Polish media market.

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51100

120

140

160

180

200

220

240

260

280

300

2010 2011

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%All 16-49

TVP1

TVP2

Polsat

TVN

TVP thematic (7)

Polsat thematic (11)

TVN thematic (10)

AtMedia (52)

Discovery (8)

TVP3

TV4

TVN7

other cab/sat

ALL TIME VIEVING

We can observe rise of shares of mainstream channels - TVN and Polsat. At the same time thematic channels shares fall.

Source: AGB Research NielsenTVP thematic contains: TVP info(TVP3); TVP Historia, TVP HD , TVP Seriale, TVP Kultura, TVP Polonia, and TVP SportPolsat thematic contains: TV4, TV6, Polsat2, Superstacja, Polsat Cafe, Polsat Film, Polsat Futbol, Polsat News, Polsat Play, Polsat Sport and Polsat Sport ExtraTVN Thematic contains: TVN7, TVN24, TVN Turbo, TVN Style, TVN Meteo, PULS, 4FunTV, Rebel.TV and Religia.TVAt Media is thematic channel broker. It contains: 13th Street Universal, Ale kino!, AXN, AXN Crime, AXN Sci-Fi, BBC Entertainment, BBC Knowledge, BBC Lifestyle, CANAL+, CANAL+ SPORT, CANAL+ GOL, Cbeebies, Club TV, Comedy Central, Comedy Central Family, Czwórka Polskie Radio, Deutsche Welle, Disney Channel, Disney Junior, Disney XD, Domo.tv, Eska TV, Extreme Sports Channel, Fashion TV, FilmBox, FOX, FOX Life, HISTORY, Hyper, iTV, Kino Polska, Kuchnia.tv,, MiniMini, Movies 24, MTV, Nat Geo Wild, National Geographic Channel, Nickelodeon, Orange Sport, Orange sport info, Planete, Polsat JimJam, Sportklub, TCM, Tele 5, Travel Channel, TV5 Monde, TVS, Universal , Channel, Viacom Blink!, VIVA, Wedding TV, ZigZap, Zone Europa, Zone Reality, Zone Romantica, Polo TV, Rodin TV, SciFi Universam

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 510%

5%

10%

15%

20%

25%

30%

All 16-49 TVP1

TVP2

Polsat

TVN

TVP thematic (7)

Polsat thematic (11)

TVN thematic (10)

AtMedia (49)

Discovery (7)

TVP3

TV4

TVN7

SHARE OF MARKET

TVN and Polsat have the highest share among TV market. At Media is between TVP1 and TVP2 – both are mainstream channels.


TVP thematic contains: TVP info(TVP3); TVP Historia, TVP HD , TVP Seriale, TVP Kultura, TVP Polonia, and TVP SportPolsat thematic contains: TV4, TV6, Polsat2, Superstacja, Polsat Cafe, Polsat Film, Polsat Futbol, Polsat News, Polsat Play, Polsat Sport and Polsat Sport ExtraTVN Thematic contains: TVN7, TVN24, TVN Turbo, TVN Style, TVN Meteo, PULS, 4FunTV, Rebel.TV and Religia.TVAt Media is thematic channel broker. It contains: 13th Street Universal, Ale kino!, AXN, AXN Crime, AXN Sci-Fi, BBC Entertainment, BBC Knowledge, BBC Lifestyle, CANAL+, CANAL+ SPORT, CANAL+ GOL, Cbeebies, Club TV, Comedy Central, Comedy Central Family, Czwórka Polskie Radio, Deutsche Welle, Disney Channel, Disney Junior, Disney XD, Domo.tv, Eska TV, Extreme Sports Channel, Fashion TV, FilmBox, FOX, FOX Life, HISTORY, Hyper, iTV, Kino Polska, Kuchnia.tv,, MiniMini, Movies 24, MTV, Nat Geo Wild, National Geographic Channel, Nickelodeon, Orange Sport, Orange sport info, Planete, Polsat JimJam, Sportklub, TCM, Tele 5, Travel Channel, TV5 Monde, TVS, Universal , Channel, Viacom Blink!, VIVA, Wedding TV, ZigZap, Zone Europa, Zone Reality, Zone Romantica, Polo TV, Rodin TV, SciFi Universam ,

SECONDS SOLD


Week 42– highest sell out ever – 6,2 million seconds sold. The reason is progressing fragmentation of TV market (new thematic channels are being launched and monitored – e.g. Polo TV, Rodin TV and SCIFI Universal)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

Advertising Seconds sold - total market

2006 2007 2008 2009 2010 2011

SECONDS SOLD


In 2011 TVP (TVP1 & TVP2) opened more inventory, than in previous years. It exceeded several times 180 000 seconds per week.

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000Advertising Seconds sold - TVP

2006 2007 2008 2009 2010 2011

SECONDS SOLD


TVN keeps similar level as in previous years.

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520

20,000

40,000

60,000

80,000

100,000

120,000

Advertising Seconds sold - TVN

2006 2007 2008 2009 2010 2011

SECONDS SOLD


Polsat increased their inventory to the sell out limit (which is 12 minutes per hour).

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520

20,000

40,000

60,000

80,000

100,000

120,000

140,000

Advertising Seconds Sold - Polsat

2006 2007 2008 2009 2010 2011

SECONDS SOLD


At Media as a broker modifies their portfolio regularly. Currently It is about 3,2 million seconds per week.

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

Advertising Seconds Sold - AT Media

2006 2007 2008 2009 2010 2011

TV – NICE TO KNOW

TV – SEEKING THE CHANCE IN INTERNET

The future of TV is multiscreen presence. TV programs will be presented on digital platforms but also tablets, smartphones and consoles. It already happens, Polsat presents TV materials on internet platform Ipla, TVN on TVN Player.

DIGITIZATION

Source: cyfryzajca.gov.pl

TV Market in Poland (distribution channels/ sources of signal)

DIGITIZATION

Source: cyfryzacja.gov.pl

Before and after digitization process in Poland

DIGITIZATIONMinistry of Infrastructure in Poland declared that digitization process is going to end until 31th of July 2013.

During international arrangement, there was made a decision, that analogue television is going to disappear of Europe until 2015.

DIGITIZATION STAGES

• More channels available for public• Better quality of vision and sound• Less interferences• Two formats accepted (4:3 or panoramic 16:9) • Access to additional interactive services

ADVANTAGEOUS OF DIGITIZATION

PRESS ADVERTISING

• Investments• Seasonality• Players and sectors• Publishers

PRINT INVESTMENTS

Advertisers invested 10% more in press vs. Jan-June 2010, but bought only 5% ads more by this period (it is still less by 1% than in 2009)


By the end of October 2011 advertisers invested over 8% more in comparison to the same period of 2010. Free emissions and beneficial last offers may cause the ratecard growth, however it may not translate into increase of net expenditures.

2009 2010 20110

500,000,000

1,000,000,000

1,500,000,000

2,000,000,000

2,500,000,000

3,000,000,000

3,500,000,000

4,000,000,000

4,500,000,000

5,000,000,000

4,40

2,24

4,70

8

4,45

2,43

0,09

8

3,53

7,68

2,11

1

3,55

8,02

7,26

7

3,83

3,59

6,54

4

Full Year Jan-Oct

+8%

SEASONALITY

Advertisers invested 10% more in press vs. Jan-June 2010, but bought only 5% ads more by this period (it is still less by 1% than in 2009)


Advertisers invested 8% more in press vs. Jan – Oct 2010, but bought only 1% ads more by this period (it is still less by 2% than in 2009).

1 2 3 4 5 6 7 8 9 10 11 120

50000000

100000000

150000000

200000000

250000000

300000000

350000000

400000000

450000000

500000000

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

Investments I - XII 2009

Investments I - XII 2010

Investments I - X 2011

Insertions I - XII 2009

Insertions I - XII 2010

Insertions I - X 2011

SECTORS

We observe significant increase of expenditures on Media, Books, CD’s, Hygiene & Beauty care and Financial sector.On the other hand automotive sector, Retail and Food are rather pulling back from print media.


0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

800,000,000

0

20000

40000

60000

80000

100000

120000

Investments Jan-Oct 2009



Insertions Jan-Oct 2009



PUBLISHERS

Agora is no1 Publisher, but it’s loosing its potential. Bauer increases its revenues even by 42%.

Source: Kantar Media, M&MP

0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000







PRESS – NICE TO KNOW

G+J PUBLISHES MAGAZINE „GALA MEN”

In November the Publisher G+J Polska published a special edition of a bimonthly magazine „Gala Men”.

„MAXIM” MAGAZINE COME BACK TO POLISH MARKET

„Maxim" debuted on the market at a price of 8 zl, a volume of 148 pages and circulation of 126 thousands.

Publisher Ginza Media Group is not the first publisher of "Maxim" in Poland. For the first time it appeared inyears 2001 - 2003 and was published by Hachette Filipacchi Poland (now, after an ownership change, it operates under the name of Burda Media Poland). In mid-2003 the title was closed, because of dissapointing sales.

MORE AND MORE NEWSPAPERS ON TABLETS ON POLISH MARKET

.

Print shrinks. In order to attract new customers Publishers turn to new solutions like e-editions on tablets

AVAILABILITY:Journals: „Rzeczpospolita”, „Super Express”,

Journal`s Polska Press publisher, Jurnal`s Media Regionalne , „Dziennik Gazeta Prawna”.

Weekly reviews: „Angora”, „Newsweek”, „Polityka”, „Przekrój”, „Wprost”Lifestyle magazines: „Wysokie Obcasy Extra”, „K-mag”, „MaleMen”, „Machina”Business magazines: „Forbes”, „Bloomberg”

Tablet PC Edition costs on average approximately 0,79 – 0,99 euro, but many issues are free.

READERSHIP OF DAILIES

„Fakt” (tabloid) is constantly the leader among dailies, the second is „Gazeta Wyborcza” (nationwide opinion forming title).

Generally, for the last two years we observe a slight decrease in dailies readership.A significant increase was only visible in April 2010 after Smolensk plane crash.

Above mentioned dailies are chosen according to the dailies press ranking prepared for group all respondents.

Sales

READERSHIP OF WEEKLY REVIEWS

Angora is the leader among weekly reviews. We do not observe a significant decline in this group of titles. „Przekroj” notes a slight decline. „Gość Niedzielny” – catholic weekly, has high position among others weekly reviews. „Uważam Rze”

notes very high readership – on the same level as „Polityka”

Above mentioned weekly reviews are chosen according to the press ranking of weekly reviews prepared for group all respondents.

Sales

READERSHIP OF MONTHLY MAGAZINES

The readership of magazines generally declines, although we observe wide fluctuations in the readership in some months.

Above mentioned magazines are chosen according to the press ranking of monthly magazines prepared for group all respondents.

Sales

OUTDOOR ADVERTISING

• Investments• Seasonality• Market shares• Ad types

OUTDOOR INVESTMENTS

By the end of October 2011 advertisers invested over 5% more in comparison to the same period of 2010


2009 2010 20110

200,000,000

400,000,000

600,000,000

800,000,000

1,000,000,000

1,200,000,000

1,400,000,000

1,600,000,000

1,800,000,000

2,000,000,000

1,22

9,50

8,06

6

1,18

5,67

5,85

1

1,03

7,56

4,04

0

987,

178,

005

1,03

5,27

1,77

1

Full Year Jan-Oct 2011

+5%

SEASONALITY

We observe a typical seasonality of media expenditures, with peak months from March till June and from September till December.


1 2 3 4 5 6 7 8 9 10 11 1240,000,000

50,000,000

60,000,000

70,000,000

80,000,000

90,000,000

100,000,000

110,000,000

120,000,000

130,000,000

2009 2010 2011

MARKET SHARES

Outdoor market is consolidated. Over 85% of the market is held by 4 biggest media owners. AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with 27% share is on the second position.


30%

19%15%

10%

10%

15%

2010AMS

STROER POLSKA

CITYBOARD MEDIA

CLEAR CHANNEL POLAND

NEWS OUTDOOR POLAND

Others

31%

18%14%

10%

12%

14%

2009AMS

STROER POLSKA

CITYBOARD MEDIA


NEWS OUTDOOR POLAND

Others

31%

27%

16%

10%

15%

Jan-Oct 2011AMS

STROER POLSKA

CITYBOARD MEDIA


Others

MOST POPULAR AD TYPES

Investments on Billboards are decreasing, but we can also observe growth of expenditures on Citilights (by 18%). Investments on Frontlights and Backlights are on a stable level.


Frontlight Citylight Billboard Backlight -

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

Jan-Oct 2009 Jan-Oct 2010 Jan-Oct 2011

OOH – NICE TO KNOW

LEVI’S WALL MURAL

In October Levi’s conducted the design contest for mural. The victorious project was depicted on the building on Polna street.

WARSAW CENTRAL STATION

First, after the renovation, Total Branding campaign at the Central Station in Warsaw.Campaign carried out for H&M includes all available carriers at the station: 5 vinyl nets, 2 adtracks, carriers in the main hall (backlights + flags), the citylight package and even redirecting the network

wifi (NEW!) to the Client Internet address.

PRINCIPLES OF THE SALE IN 2012Below are the principles of the sale of carriers in 2012 (May-July; EURO 2012 football championship) from main suppliers:

AMS:First offer (carriers in packages in four main cities, where EURO 2012 Championship will be) went to the sponsors. Prices of this packages in May-July are about 15-20% higher than in other months.CLEAR CHANNEL POLAND:Carriers in packages, are offered on internet auction, the rest of the carriers is offered on usual principles of sale.STROER:The sale of carriers in May-June 2012 will be under the normal procedure according to fixed prices and the general rules.CITYBOARD:In 2012 we aren't planning price rises, only a few percent because of the inflation and growing running costs of the network. There won't be any extra charges in the period before and during the EURO 2012 championship.

CINEMA ADVERTISING

CINEMA INVESTMENTS


Advertisers invested over 4% more till October 2011, in comparison to the same period 2010 (considering monitored players: NAM and Multikino).

2009 2010 20110

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

481,

186,

101

663,

837,

150

346,

370,

887

528,

580,

378

550,

976,

227


+4%

SEASONALITY

As a consequence of the economic slowdown we observe lower dynamic of media expenditures in the second half of the year.


1 2 3 4 5 6 7 8 9 10 11 120

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

70,000,000

80,000,000

90,000,000

2009 2010 2011


TOP SECTORS IN CINEMA ADVERTISING

Till October 2011 biggest sectors are Leisure, Food and Telecoms. Financial and Media sectors increase their shares, whereas Computer & Audio Video and Automotive sectors are rather in retreat.

2009 2010 Jan-Oct 20110%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

12% 14%20%

18% 17%16%

16% 13%14%

8%5%

8%8%

11%

7%

11% 10%7%

4% 4% 6%4% 5% 4%

5% 8% 3%2% 3% 3%

HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES

CLOTHING & ACCESSORIES

PHARMACEUTICAL PRODUCTS, MEDICINE

HYGIENE & BEAUTY CARE

HOUSEHOLD APPLIANCES, FURNITURE & DECORATION

RETAIL

COMPUTER & AUDIO VIDEO

TRAVEL / TOURISM / HOTELS & RESTAURANTS

OTHERS

FINANCIAL

BEVERAGES & ALCOHOLS

AUTOMOTIVE

MEDIA, BOOKS, CDs AND DVDs

TELECOMS

FOOD

LEISURE


MARKET SHARE

Polish cinema market is very consolidated – there are only 2 media owners which are monitored.Share of Multikino revenues constantly grows for the last couple of years.

25%

75%

2009

MULTIKINO

NEW AGE MEDIA

35%

65%

2010

MULTIKINO

NEW AGE MEDIA 41

%

59%

Jan-Oct 2011

MULTIKINO

NEW AGE MEDIA

CINEMA – NICE TO KNOW

THE CINEMA AUDIENCE SHRINKS

2009 2010 20110

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000

45,000,000

39,1

99,5

30

37,4

97,4

21

32,2

10,6

05

31,1

24,5

20

30,4

89,3

15

Full Year Jan - Oct

-2%

Source: NAM

Economic slowdown, expensive tickets or rather lack of breathtaking movies – what causes audience to shrink? It seems that all those aspects may be responsible for negative changes.

TOP TEN MOVIES IN POLNAD1 - 3Q 2011

1,7 M.

0,7 M.

1,4 M.

0,7 M.

1,2 M. 1 M.

0,8 M. 0,7 M.

1,2 M.

0,9 M.

Source: NAM

RADIO ADVERTISING

• Investments• Seasonality• Media owners• Media shares

RADIO INVESTMENTS

Radio market revenues increased by 30% till October 2011.One of the reasons is high inflation in 2011. By the end of 2011 the dynamic shall slow down as a result of economic slowdown.


2009 2010 20110

500,000,000

1,000,000,000

1,500,000,000

2,000,000,000

2,500,000,000

2,11

0,29

9,44

3

2,47

8,23

3,14

5

1,70

1,93

3,28

5

1,98

6,46

0,03

8

2,57

3,17

4,40

6


+30%

SEASONALITY

We observe a typical seasonality of media expenditures, with peak months from March till June and from September till December.


1 2 3 4 5 6 7 8 9 10 11 1240,000,000

90,000,000

140,000,000

190,000,000

240,000,000

290,000,000

340,000,000

2009 2010 2011

MARKET SHARES (MEDIA OWNERS)

Radio market is consolidated. About 98% of the market is held by 5 biggest media owners. Group RMF has the highest revenues (39% of radio market in Poland). Next on the podium is Eurozet, however losses its share.


29%

26%3%

13%

7% 3%

2009GRUPA RMF

EUROZET

GRUPA RADIOWA TIME

AGORA S.A.

POLSKIE RADIO

Others

33%

25%

20%

12%

8% 2%

2010 GRUPA RMF

EUROZET

GRUPA RADIOWA TIME

AGORA S.A.

POLSKIE RADIO

Others

39%

20%

16%

12%

10% 2%

Jan-Oct 2011

GRUPA RMF

EUROZET

GRUPA RADIOWA TIME

AGORA S.A.

Others

MARKET SHARES (STATIONS)

For the last years RMF FM and Zet have been the biggest radio stations on Polish market.An important role is played by radio packages like: Drapacz Chmur, Package Złote Przeboje, RMF na Maxxxa and others.


25%

22%

3%1%

49%

2009RMF FM

ZET

PR 3

PR 1

Others

27%

21%

3%2%

47%

2010RMF FM

ZET

PR 3

PR 1

Others

33%

17%

5%3%

42%

Jan-Oct 2011

RMF FM

ZET

PR 3

PR 1

RADIO – NICE TO KNOW

NEW PRICE LISTS OF PRODUCTS OF THE RMF GROUP

The RMF Group published new advertisement price list for the winter period (valid from 2.01.2012 to 1.02.2012).

The new product price list introduced higher prices for RMF FM (by 3,1%) and packages RMF Maxxx and RMF Classic (by 2,5%).

Product price lists for 18 local RMF Maxxx and RMF Classic remain unchanged.

MAIN PACKAGES OF RADIO STATIONS

(13)(52)

(52)(14) (3)

(14) (3)

ZET Barometr Young

(13)

ZET Barometr ZET Barometr Plus

ZET TOTAL

(12)

(52)

(14)

(38) (1)

(5) (18) (7)

(3)

(21)

(38)

(1)(5)

(18)

(7)(14)

(7)

(3)

(38)

Drapacz Chmur Young (63) Drapacz Chmur (81) Drapacz Chmur Plus (111)

(8)ex

EUROZET

AGORA, TIME, EUROZET

GROUP RMF

Classic PiN

ONLINE

ADVERTISING

IAB RELEASES 1H 2011 REPORT

Source: http://www.iabpolska.pl/images/stories/badania/IABAdEx_2011H1_media.pdf

In the face of the economic crisis one may think that the Internet advertising also took a hit. That would be a mistake – the latest report from IAB about Polish Internet advertising industry shows a 1 BN PLN growth of the market in 1H of 2011. This is a +25% growth YoY when compared to the 1H of 2010 (942 MIL PLN in 1H 2011, 741 MIL PLN in 2010).

http://www.facebook.com/pages/Media-Direction-Group/232129173464267?ref=ts

VIDEO – MOST DYNAMIC GROWTH

The 66% growth of Video advertising in terms of expenditures shows us that this channel will be one of the mainly used by advertisers in the future. More and more people turn to on-line video instead of regular television as high bandwidth internet connections are becoming more common. People value flexibility and video-on-demand offers more of it than standard television.

Source: http://www.iabpolska.pl/images/stories/badania/IABAdEx_2011H1_media.pdf


ONET VOD WITH TVP PROGRAMS

Onet's VOD platform has expanded its offer by including current TVP programs. Such move is guaranteed to draw viewers to the video-on-demand platform, especially since it contains all the currently watched series ("Ojciec Mateusz", "M jak miłość", "Czas Honoru") and entertainment shows ("Voice of Poland"). Apart from current shows, viewers will be also able to watch past episodes

Source: http://www.dvbnews.pl/news/8898/seriale_i_programy_tvp_na_onetvod


CITROEN POLAND ON FACEBOOK(MANAGED BY MEDIA DIRECTION DIGITAL)

2011/05/0

1

2011/06/0

1

2011/07/0

1

2011/08/0

1

2011/09/0

1

2011/10/0

1

2011/11/0

1

2011/12/0

10

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

0701

1,4901,896

2,5342,871

5,021

7,769

Number of fans

During six months of activity we have built up our fan base from 0 to 7 769 fans. Our fans have posted 1 949 comments, and they "Liked" 4 099 articles. Average number of people who were talking about Citroen last month - 135! Citroen Poland fan page is managed by Social Media team of Media Direction Digital.


CITROEN POLAND ON FACEBOOK – CONT.

In November, Citroen Polska Facebook fan page has been the most dynamically growing fanpage in the Automotive category with a +54,96% increase in fanbase since October!


CITROEN POLAND ON FACEBOOK – CONT.

„Create your own manifesto” application was a great success. Timeframe: 26.10 – 26.11 Number of added manifestos: 198 Number of users who joined to application: 1 509 Number of votes 1 832

Support introduction of Citroen DS4 into the Polish market

Users could create their own manifest by using pre-recorded

words

Users could add their own recorded words

Users could win new Citroen DS4 for a weekend and Citroen gadgets


INSPIRATION POINT

Find us on Facebook

LOOKING FOR MORE INSPIRATION…?

• It is a good year for Media Direction Digital. There are new awards in our „display case”:

• Interactive Agency of the Year 2010 – Mixx Awards, IAB Poland

• Best use of New Media – Rexona Aurora, Unilever - Mixx Awards, IAB Poland

• Best Cross-Media Campaign – Axe Clicker, Unilever – Mixx Awards, IAB Poland

• Best use of Content – Timotei, Unilever – Media Trends, Marketing Communication Association




http://www.facebook.com/photo.php?fbid=324821890861661&set=a.243803842296800.72804.232129173464267&type=1&theater

THANK YOU!

Media Direction Group webpage:www.mediadirection.com.pl

In case You have any further questions concerning Media Landscape Updater, please contact Andrzej [email protected]

http://www.mediadirection.com.pl/